Companies pitch chewing gum as a stress reliever and concentration aid to revive stale US sales

Gum makers want to know: What will make Americans start chewing again? Generational habits, health concerns and the coronavirus pandemic have gnawed away at gum sales. Mars Wrigley employee Tammy Steffek folds over a sheeting of Extra gum pellets at the company’s innovation lab Tuesday, Jan. 23, 2024, in Chicago. From stress relief to concentration aid, gum makers look for ways to make Americans chew again. Mars Inc.

Chicago-based Mondelez, which makes Oreos and Cadbury chocolates, said it wanted to shift resources to brands with higher growth opportunities. Dan Sadler, a principal for client insights at Circana, has noticed generational differences in gum chewing. Alyona Fedorchenko, vice president for global gum and mints in Mars’ snacking division, said the idea stuck in the summer of 2020, when the company was frantically researching ways to revive sales.

Emphasizing wellness is part of a multi-year effort to attract 10 million new U.S. chewers by 2030, she said. Mars also is introducing new products like Respawn by 5 gum, which is aimed at gamers. The gum contains green tea and vitamin B, and the company promotes those ingredients as a way to help improve focus. Sold in three flavors, Respawn by 5 could lure customers from smaller brands like Rev Energy Gum, which contains caffeine.

But not everyone finds gum enhances well-being. Kylie Faildo, a pelvic floor physical therapist in Denver, thinks artificial sweeteners and swallowing air while chewing made her bloating symptoms worse. She gave up gum two years ago and doesn’t plan to go back, even though she misses the ease of popping a piece into her mouth before meeting a client.Caron Proschan, the founder and CEO of the natural gum brand Simply, said she thinks U.S. gum sales slowed due to a shortage of innovation.

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